Marketplace product listing optimization
The main purpose of marketplace product listing optimization is to push product listings as close as possible to the top of the search results, which of course helps generate more traffic and increase conversion rates.
Every online seller knows about product listings and how important they are. But still, despite the eCommerce world being so crowded and competitive, many sellers simply overlook simple ways by which they can optimize their product listing to achieve much better results.
Such tendencies as duplicating listings, for instance, can hurt listings’ performance by perpetuating spelling errors or simply presenting shoppers with low quality, unappealing content. In such cases, there is no reason for the shopper to stay in the store, and they will simply move on to the more professional seller, who chose to optimize its listings. This means not only a lost sale opportunity, but a damage to the store’s brand.
But first, let’s go back to basics.
Product Listing Optimization Explained
The main purpose of marketplace product listing optimization is to push product listings as close as possible to the top of the search results, which of course helps generate more traffic and increase conversion rates.
Some of the most fundamental elements of a product listing for which optimization is essential are:
Product Title
As one of the very first things shoppers see of the listing, optimization of the product title is crucial. In order for the listing to come up on relevant searches, the title should clearly inform shoppers as to exactly what product is on sale.
For this reason, it is important to include the product’s brand, model, and other relevant attributes. Here are some example for optimized titles:
Adidas Pro Model Baby Blue Men’s Size 10 White
Lenovo IdeaPad Gaming 3i 15.6" FHD 120Hz i7-12700H 8GB RAM 512GB SSD
Nalgene 32oz Wide Mouth Sustain Water Bottle (Color : Grow GREEN)
Product Images
After the product title, one of the first things shoppers look for in a listing is product images. Not only do product images help inform shoppers as to the product they are about to purchase, but optimized images also help inspire confidence in the store.
A set of high quality images, showing the product from different angles (and in use, if relevant) can go a long way in giving product listings a boost in the search results. In addition, good images can encourage more shares of social media, extending your reach to other channels.
Product Description
The product description is where sellers close the deal and help shoppers make a decision to purchase. According to a recent study, 81% of shoppers extensively research and compare prices before making major purchases, and nearly 90% rate product content extremely or very important when deciding to purchase. All this to say that product description is very important to shoppers.
The product description role is to provide shoppers with all the relevant information they need in order to make an informed purchasing decision. But the description should not only inform the shoppers, but also entice them and encourage them to buy.
One common practice is simply copying the manufacturer’s product description. We recommend avoiding this practice, as the description, while informative, usually lacks any marketing approach. Sellers should take the time to come up with informative yet enticing product descriptions, and don’t forget to use keywords.
Importance of Product Listing Optimization
As mentioned above, the main purpose of the main purpose of marketplace product listing optimization is to push product listings as close as possible to the top of the search results, which of course helps generate more traffic and increase conversion rates. is to push product listings as close as possible to the top of the search results. We all know that shoppers don’t usually make it to the bottom of the first search results page, let alone to the second page. And so, product listing optimization is the thing that can boost your listings to the top of the first page, making them much more visible in the marketplace, leading to higher conversion rates.
How are Search Results Rankings Determined
The majority of online marketplaces use an algorithm in order to determine which product listings are relevant to a given search query entered by a shopper. Although many of these algorithms are complex, there are several common key factors that impact the rankings:
- Keywords
Keywords are popular search terms that shoppers often use when searching for a certain product. The inclusion of relevant keywords in any product listing is essential, as they help direct shoppers who searched for them to the listing.
- Customer Feedback
Many marketplaces use special “badges” to distinguish their leading stores and sellers, which is often based on customer feedback. Naturally, such distinguished sellers and stores’ listings enjoy a boost in the results page.
Positive customer feedback about the store also helps inspire confidence in the store, and thus contributes to conversion rates.
- Listing’s Performance
One factor the marketplace algorithm takes into account is the listing’s track record. If the listing makes plenty of sales and demonstrates high conversion rates, then it must be what shoppers are looking for. And so the algorithm, in turn, will promote it further up the results ranking.
Product Listing Optimization: How to?
Here are a few step you can take in order to optimize your listings:
- Set Optimization Criteria
Before we can begin optimizing, we first need to review existing product listings and see what needs optimizing. In order to do this efficiently, sellers need to come up with criteria for determining what optimization looks like, and compare and see if a given listing is optimized according to the criteria. Here is a suggestion for several criteria:
- Inclusion of keywords in titles, product description and other relevant places
- A minimum number of product images
- Minimum standards for image quality
- High-quality product description
- Pricing
- Customer feedback
- Review Product Listings
Based on the criteria determined above, review your existing product listings and see what needs optimization and what is already optimized. You may find it helpful to asked yourselves the following questions:
How clear is the product title?
Do I get all the relevant information from the product description?
Does the product description make me want to buy the product?
Are the keywords in the title and description?
Are there enough images?
Do they cover the product well?
Are the images of high quality enough?
How much customer feedback should I include?
Going over all of the product listings may be quite a time consuming task, especially if the store carries many products. However, the benefits of optimizing these listings far outweigh the resources it consumes. Plus, Lisuto can help you with that. More on that later.
- Include Keywords and Keyphrases
A major part of optimization is the use of relevant keywords in listings. In order to find out what the best keywords and keyphrases are for a certain product or category, a keyword research is required. Luckily, there are plenty of online tools that can help you find out what are the best keywords for you to use.
Once you decide on the keywords that you want to use, embed them in the listing’s title and product description.
- Evaluate Listings
Optimization is not a one-time process. Listings need to be kept optimized as the eCommerce market constantly changes. That is why constantly evaluating your listing and making the necessary adjustments is a key to continuous success in the marketplace. This might appear to be too burdensome of a task, especially for large sellers, but once again, it is well worth the effort, and Lisuto is here to assist.
Optimize Your Online Store
As noted, the goal of marketplace product listing optimization is to push your product listings as close as possible to the top of the search results, which of course helps generate more traffic and increase conversion rates. can be quite a burdensome task. Luckily, Lisuto is here to help you. Lisuto combines technology with deep ecommerce consumer product knowledge helping sellers optimize their product data and extract much more out of the online store. Using proprietary AI technology, Lisuto goes through the existing product information, tagging the data with any marketplace required tags, making necessary corrections and completions, bringing the quality of the sellers’ product feed up to the highest standard in terms of uniformity and completeness, making it perfectly optimized for marketplace search engines and for the user’s eye.
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